With a five-figure price point, the Krieghoff K-20 Victoria was developed for the discerning sportswoman, showcasing the proven features of the K-80 platform in a scaled down, small-gauge version. half-dozen handguns with $2,500+ price tags. If so, which guns would you stock? And would your customers even be interested in them? Interested enough to pay for them, that is. Stepping into the realm of higher-end firearms isn’t for everyone. It’s an easy way to invest a lot of capital in slowmoving inventory. But in the right circumstances, it can set your business apart. MAKING THE LEAP When Scott Ready took ownership of Country Attic Treasures, he decided early on he wasn’t going to focus on the same inventory carried by big-box retailers, figuring they’d have the advantage of bulk purchasing power. He wanted something to help his shop stand out. “In a market flush with gun stores, in general, it’s a way to become unique and reach an underserved market,” Ready said. Today, his South Lebanon, Ohio, store carries a strong mix of pricey names including Ed Brown, Nighthawk Custom, Blaser and Caesar Guerini. But it didn’t happen overnight. “Jumping in all at once can be challenging and discouraging,” Ready admitted. “Do what you need to do to survive, but as you are able, migrate some of your inventory and marketing efforts to the higher-end guns.” Over time, assuming all goes well, you’ll develop a reputation as a place to go for these types of firearms. You’ll be the place to A Nighthawk Custom will help me sell a Les Baer. Special orders are a big part of our business. So, you don’t even have to carry everyone’s gun on the shelf. Scott Ready, Owner Country Attic Treasures South Lebanon, Ohio find guns no one else has. Before you get there, you’ll need to figure out what works and what doesn’t for your customers, suggests Dan Hartman of Maryland Elite Firearms. The Baltimore shop has done its share of trial-and-error efforts over the years while searching for the right mix of higher-end guns. At present, they’re focused on Staccato handguns (formerly STI). The 1911-style guns, in the $2,000–$4,000 range, have proven popular with customers. Hartman also carries a smaller mix of Wilson Combat handguns and wants to expand those offerings. He’s tried some other custom makers, but with limited success. “It’s hard to stock guns from all the manufacturers. One case full of guns could be $20,000 to $30,000 in inventory,” Hartman relayed. “I’d like to carry a lot of higher-end guns in general, but I don’t know how much financial sense it really makes.” WEIGHING PROS & CONS Of course, the inventory issue is key. How much money can you afford to have tied up in beautiful firearms that might sit a few months before the right buyer comes along? Lower-priced GLOCKs, SIGs and H&Ks provide a steadier revenue stream. “If I can sell 20 to 30 GLOCKs for each high-end gun, it just makes sense. I can sell those over and over before I sell that 1911,” Hartman said. “People come in and love to look at a $3,000 gun, but then they want you to show them something cheaper.” One of the challenges in stocking the custom shops is they offer so many variants, it can be tough to carry what your customer is looking for. It’s not necessarily a bad thing, suggests Ready in Ohio. Even if you don’t have exactly what someone is looking for, it can open the door to additional sales. “A Nighthawk Custom will help me sell a Les Baer,” he noted. “Special orders are a big part of our business. So, you don’t even have to carry everyone’s gun on the shelf.” GAME PLAN FOR FINDING CUSTOMERS If you start wading into these waters, you also need a game plan for finding the customers April 2021 Shooting Industry 37
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